8.0 Display Ad Policies for MENA

8.1 Content Restrictions

8.1.1 Cultural and Social Norms

In Bahrain, Egypt, Jordan, the KSA, Kuwait, Morocco, Oman, Qatar, Turkey, and the UAE ads must not contain content or themes that offend the values of society, cultural heritage (especially Arab heritage and civilization), or the identity of the State.

In alignment with Global Ad Policies, political advocacy ads (either for or against a political person, party, or related to an election) are prohibited in Bahrain, Egypt, Jordan, the KSA, Kuwait, Morocco, Oman, Qatar, Turkey, and the UAE. Ads must never disrespect the constitution or criticize the policies, whether domestic or international, of Bahrain, Egypt, Jordan, the KSA, Kuwait, Morocco, Oman, Qatar, Turkey, or the UAE. In addition, ads must not:

• Criticize the Heads of State, members of the ruling Royal Families, politicians, state ministries/departments, security/military institutions or figures, the system of ruling, or any related symbols or imagery;
• Jeopardize the safety of the State, its security, interests, reputation, prestige, symbols, rulers, institutions (this covers any negative depiction of the above, for example, an entertainment ad that showed the Burj Khalifa in ruins would be a violation);
• Disrupt public order, national security, and public interest requirements (see also ‘Cultural and Social Norms’ above);
• Damage, harm, or bring into disrepute the economy or economic interests of the State;
• Damage or harm relations with other countries;
• Feature Presidential flags and other flags printed on any apparel or in an unaccustomed position (for example, a national flag on a shot glass or floor mat);
• Refer to or depict political groups or movements;
• Depict a politically or socially rebellious attitude towards established cultural/social norms. For example, an ad showing young people rebelling against authority figures, such as teachers or police officers, or content that challenges the wearing of traditional clothing, such as the hijab or abaya.

Global Ad Policy prohibits ad content that advocates or demeans religions. Ads for religious products and services are prohibited.

Religious script, the name or image of Allah (or Prophet Muhammad or any other Prophets or religious figures of Islam or of any other religion), or any religious objects or sites must not be printed on any apparel or in any unaccustomed position. This includes all apparel/footwear, floor coverings, bedding, pet products, bathroom products, and alcohol items.

All religions must be treated with respect, including non-Islamic religions. However, content related to polytheism is prohibited (for example, an ad for a t-shirt that read “In gods we trust” would be unacceptable).

In addition, ads for religious products and services are prohibited.

Ads for non-religious products must not include any religious imagery or objects. This includes references to holidays or events with religious connections, such as Christmas, Diwali, etc. Campaigns that refer to Ramadan during that period are permitted.

8.2 Image Guidelines

8.2.1 Partial Nudity

In Bahrain, Egypt, Jordan, the KSA, Kuwait, Morocco, Oman, Qatar, Turkey, and the UAE it is common for bare skin to be covered in public places. Ads must not show anything that could be considered sexually provocative. If partial nudity is contextually relevant to the product being advertised (for example, swimwear), it may be permitted if the model’s pose is not sexually provocative, except in Bahrain, Egypt, the KSA, and Kuwait, where this is always prohibited regardless of relevance to the product being advertised.

Images containing the below content are prohibited:

• Image material related to subjects, places and events of current political or armed conflict. Historical events may be depicted in Entertainment ads, such as a movie trailer set in WWII.
• Images related to militant/terror/anti-national groups, or their flags, leaders, or apparel
• Controversial Arab leaders
• Alcohol consumption, including wine/beer bottles, glassware, or other receptacles associated with alcohol (see also ‘Alcohol’ category restrictions below)
• Gambling or lotteries (see also ‘Gambling’ category restrictions below)
• Swine/pig/pork products or images (for example, a plush pig toy)
• Showing or pointing the bottom of one’s foot at another person or at a religious or political object is disrespectful and must not be depicted in ads

8.3 Product Category Restrictions

The following product categories are prohibited in Bahrain, Egypt, Jordan, the KSA, Kuwait, Morocco, Oman, Qatar, Turkey, and the UAE, unless stated otherwise:

• Alcohol
• Global Ad Policy prohibits ad content that encourages, glamorizes or depicts excessive consumption of alcohol. In addition, ads must not refer to or depict alcoholic beverages, or the consumption of alcohol. For example, an ad for a dining table must not show a bottle of wine resting on the table.
• Exceptions may be made for Entertainment trailers (but not static creatives) that show alcohol use in an ancillary manner, except in the KSA, Oman, and Qatar where this is prohibited. The focus of the ad must never be primarily on the consumption of alcohol and Amazon preapproval is required for any exceptions.
• Astrological activities, Fortune telling, Magic/Witchcraft/Jugglery
• For example, ads for magic shows, magician tricks or games, or magic wand toys are not permitted.
• Contests and sweepstakes (except in Jordan, the KSA, and the UAE, where these are permitted)
• Saudi Arabia (KSA):
• Purchasing of goods or subscription to a proposed service must not be set as a condition for participation.
• United Arab Emirate (UAE):
• Prizes should not be any items which are prohibited or restricted from being advertised and / or sold under local law.
• References to “Lotteries” or” Jackpots”’ are prohibited.
• Education (except in Kuwait, Morocco, and Qatar, where these are permitted)
• Gambling
• Infant and follow-on formula milk
• Bahrain: ads for infant and follow-on formula are prohibited.
• Egypt: ads for infant formula aged 0-12 months are prohibited. Ads for follow-on formula for infants aged 12 months + are permitted
• Jordan: ads for infant for.mula 0-12mo and follow-up formula 12 months+ are permitted.
• KSA: ads for infant formula and follow-on formula aged 0-36 months are prohibited. Ads for follow-on formula for children aged 36 months + are permitted.
• Kuwait: ads for infant and follow-on formula are prohibited.
• Morocco: ads for infant formula are prohibited. Ads for follow-on formula for infants aged 6 months + are permitted.
• Oman: ads for infant formula aged 0-4 months and follow-on formula 4 months+ are permitted.
• Qatar: ads for infant and follow-on formula are permitted.
• Turkey: ads for infant formula are prohibited. Ads for follow-on formula aged 6 months + are permitted.
• UAE: ads for infant formula are prohibited. Ads for follow-on formula for infants aged 12 months + are permitted.